Fashion Goes, Style remains: Proenza Schouler 2002-Present

www.modernwearing.com

Autumn/Winter 2013/14 (WGSN)

Autumn/ Winter 2013/14 (WGSN)

Biography:

Proenza Schouler is a New York based womenswear and accessories brand that was created by Jack McCollough and Lazaro Hernandez in 2002. The two men met their senior year at Parsons while working on their senior thesis. There senior thesis ended up bringing them together and becoming the base and first line of Proenza Schouler. The name originates from both their mothers’ maiden names. Proenza Schouler is defined as intricate and clever with a quirky silhouette and a sense of modern classism. They give full attention to their designs and all their details. Some of their inspirations come from contemporary art and youth culture. Proenza Schouler is a newer brand that has redefined American fashion. Not only do they provide extraordinary clothing, their handbags and shoes show off the exquisite details and style that Proenza Schouler aquire. They have achieved several recognitions, the CFDA Vogue Fashion Fund award in 2004 which helped them establish their brand. They have won five CFDA awards including the 2003 Swarovski award for Ready to Wear and the 2009 Accessory Designer of the year, as well as the Womenswear Designer of the Year award in 2007, 2011, and 2013. With all their hard work they have managed to make their brand a success and recognizable.

New York 2013 (WGSN)

Autumn/ Winter 2009 (WGSN)

Autumn/Winter 2013/14 (WGSN)

Spring/ Summer '14 (WGSN)

Critical Analysis:

Proenza Schouler women are described as women who have seen too many Hitchcock movies. (Designer Marathon) Why is that? Maybe, it’s because Alfred Hitchcock included in his movies many techniques in the suspense and psychological thriller genres. It references back to Proenza Schouler because you never know what you’re going to expect. With their quirky silhouettes and their own personal style they create suspense as well as Hitchcock. Proenza Schouler is compared to Karl Lagerfeld and Yves Saint Laurent because they are the hottest names coming out of the American fashion scene in years. Their collections are not inspired by other designers. They are inspired by their own personal experiences. For example they where inspired by their trip to Bora Bora, and they created a neo hippie, dip dyed tank dress. They create lines that are not necessarily put together, but that is what they are aiming for. They are filled of new ideas, full of youthfulness and creativity. These two designers are fashion icons because of their youthful designs. I would describe their clothing as an American look for an edgy girl.

Autumn/Winter 2013 (WGSN)

Autumn/ Winter 2013 (WGSN)

Analysis of future trends:
Proenza Schouler design's are described as intricate with quirky designs. There asymmetrical clothing is a key factor in their designs. I believe that their asymmetrical designs will continue into the future. Their clothing is perfect for a young fashionable girl with edge. There designs are worn by Hollywood Stars and New York Socialites. The asymmetrical pieces are seen every year in their designs, which is what has made Proenza Schouler recognizable. When it comes to the question whether they have inspired other designers, its no so certain. I mean, Proenza Scouler is a label that new designers should follow. They are still young and there is still so much more to be seen from them. With their modern collections that offer an edgy and youthful look at a more upscale look, Proenza Schouler is on point. Their signature look of an asymmetrical shape and tight minimal silhouettes are often in dark shades and a neutral palette. In a way their shape kinda resembles Diane Von Furstenberg's iconic wrap dress. Although, Proenza SChouler interpret it in a more grungy way and Furstenburg in a more classic feminine way. When I think about Proenza Schouler I also think of Philip Lim because they obtain similar concepts and aesthetics. After looking in my wardrobe, I found that I had a skirt that resembles the asymmetrical silhouette of Proenza Schouler. It is not as tailored as their designs but it is still a piece that I can now say that it is a Proenza Schouler inspired garment.